Ubisoft Not Concerned About Franchise Fatigue


This is a topic that has always been in the back of my mind, especially with many big name franchises continuing to push forward annual releases. In short, it’s a great concept to all; gamers always have a new installment to look forward to and the industry in general is more profitable. However, in the long run there’s the risk of diminishing not only the quality of that brand due to the fatigue of the development team, but also losing the consumer’s patience and interest.

In an interview conducted by GameIndustry International, Tony Key, senior vice president of sales and marketing at Ubisoft touches upon this issue:

You certainly have to strive not to do the same thing every year. You don’t have to completely reinvent the brand every year to be successful on annualizing, but you do need to bring something new. And so, with Assassin’s 3 that’s not an issue at all – the thing is completely new.

It appears that Ubisoft understands the value of the AC brand. I`m confident Ubisoft will take the series to new heights with AC III, but I hope they allow the series to take a year or two rest after the project is completed.

You can catch the rest of the interview here.